Global warming and Climate Change are some the major threatsthe world is facing today. All industries and our daily living practices are,and will be, more and more guided by taking measures towards reducing thecarbon footprints we leave on this planet.


The Kyoto Protocol defines legally binding targets, andtimetables for cutting the green-house gas emissions of industrializedcountries, that ratified this Protocol.


People's perceptions, worldwide are changing. We believethat sustainable developments and industries are almost inevitable for furthergrowth in India.


Today, India has a significant role to play. In 2007, owner of the venturecapital firm KPC&B, John Doerr said at Technology, Entertainment and Designconference, at California that, "Fighting climate change is the largesteconomic opportunity of this century." His company has invested 200million US$, in the green technology start-ups. But this investment Guru isworried that three of the worlds largest polluters - the US, China and India - still do not see climate change as an economic opportunity.


More than 60% business leaders in India believe that India should lead the way in green initiatives but a lot more determination and action isneeded.


Prime Minister Dr Manmohan Singh said, "......Ourbiggest single problem is, jobs for ordinary people. We need employment for thesemi-skilled on a large scale, and it is not happening to anything like thedegree we are witnessing in China. We need industries to provide jobs forpeople with fewer skills. Why is it not happening on the scale we would hope?(It is) because we are not as single-minded as China in pursuing our goals in aclean manner."


But let us face it. India operating in a global market, 2009is going to be different from 2007 and 2008. With the Recession looming largeeven a trend as powerful as the greening of business will not survive a full-throttlerecession unscathed. The downturn will slow the Green Wave, and until creditunfreezes, environmental investments, like all others, will remain on hold. Forthose companies just trying to survive, innovation and competitive advantagewill take a back seat to cost cutting and sales incentives. The 2009 willlikely focus on the old-school environmental strategy of eco-efficiency and costsavings.


But when the economy recovers, companies will rediscover thestrategic importance of the other pillars of green value. In the meantime, theconditions for creating eco-advantage-many of the critical trends propellingthe Green Wave-will grow stronger in 2009, no matter what the economicconditions. Some forces will still drive a fundamental shift in how businessoperates, even during a recession.


The smart companies will make wise investments in thedownturn and prepare for the Green Wave to come back in full force. We may lookback at the end of 2009 and observe that staying green during the recessionsaved many companies. So batten down the hatches, get lean, and prepare for theforces that will keep moving this year.


January is the month for New Years predictions and Future forecasts.Let us look at 5 things we can do to increase our market share in the globalmarkets.


Surviving Price Fluctuations


Over the long haul, rising demand from India, China, and elsewhere will drive up the price of everything. This down-cycle is stemming fromreduced demand, not more supply, a critical distinction. The world has no moreaccessible oil, copper, and other resources than it did six months ago. Infact, at lower prices, marginal production stops and supply drops. When demandcomes roaring back, the supply won't be there (it's much harder ramp up production than it is toshut it down). At some point - and it's anybody's guess when - prices will risevery fast. So now is the time to get lean. But even if prices don't go upimmediately, markets remain incredibly volatile, placing a real strain onbusiness planning. With the ups and downs, reducing reliance on resources anddeveloping a smart supply chain strategy are must-haves.


 

Greater Transparency


Demand for openness about where products come from and what's in everything is still growing. No recession will put the genie back in that bottle. Companies like HP put a list of all its suppliers on the web and then announced the total carbon footprint for the supply chain. How long will it be before companies share data on every company's specific climate contribution in the value chain? Transparency will become a lever to improve operations (what gets measured gets managed) and a source of competitive advantage over time. As business customers and consumers want to know more, they will trust those with data. In 2009, collect information, build systems, and get ready to be open.


Greener Supply Chains


The evolution will be toward more partnering and less demanding, as companies increasingly realize the benefits of working together with the suppliers across the value chain.


It is about better prices, decent working conditions, local sustainability, and fair terms of trade for the suppliers of raw materials and intermediary products. By requiring companies to pay sustainable prices; which must never fall lower than the market price, Fair trade addresses the injustices of conventional trade, which traditionally discriminates against the poorest and the weakest producers. It enables them to improve their position and have more control over their lives. Your clients and customers would want to see that happen.


Growing Market for Smarter Green Products


The recession slows the green consumer movement that was brewing. Throughout 2008, consumers indicated a real interest in greener products. And while tight wallets will cause some retreating on this front, a fundamental shift is underway. While 2009 may not be the time to sell premium-priced green products, the demands of "conflicted" or "conscious" consumers who want more sustainable options, but at the same price and quality, will continue.


Beyond developing new products, companies can win over confused customers by helping them navigate all the green claims out there. Consumers will reward the businesses that produce lower-carbon products and services. Those companies will weather the downturn much better than others.


Employee Engagement


Recessions shift priorities - people are happy to be working at all. The younger generations coming into the workforce care a great deal about green and surveys show that employees want more training on sustainability. In many companies, employees are forming their own "green teams" (see stories from tech companies such as Wipro and Yahoo and eBay. While these self-directed groups may not always focus on the most strategic issues they do lay the groundwork for larger conversations about greening the operations, products, and services of the company.


So the critical story during this downturn may be the role of green engagement in keeping morale up. Greening the business will keep everyone from top management to entry level employees interested and excited. With employees on board, the proverbial "flywheel" will start spinning toward greater enterprise. Engaged employees will innovate around operations, products, and supply chains, creating stronger companies that will not only survive this economic climate, but also thrive.


About the Author


Ms. Shalini Sheth Amin is the Founder and CEO of Moral Fibre.